(15 Sep 2011) SHOTLIST
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AP Entertainment
Beijing, China, 15 September 2011
1. Various of fashion show of Italian fashion house Ermenegildo Zegna in Beijing
2. Cutaway of audience
3. Various of fashion show
4. Wide of Gildo Zegna, CEO of Italian fashion house Ermenegildo Zegna
5. SOUNDBITE (English) Gildo Zegna, CEO of Italian fashion house Ermenegildo Zegna:
"It is the most important market and we are the biggest player, in the men''s for sure, and we are among the top five biggest players in global luxury in China. So it is a challenge to keep the leadership. It means that the brand is well appreciated and we have been doing some good things."
6. Various of fashion show featuring Chinese inspired design to mark the 20th anniversary Zegna in China
7. SOUNDBITE (English) Gildo Zegna, CEO of Italian fashion house Ermenegildo Zegna:
"One item that is new for the market, because before silk was shirts and ties only, so we are making silk more part of the men''s wardrobe and I think it is going to be probably one of the biggest novelty for the season to come. When we did a show, as a matter of fact, most of the presentation of the fashion show in Italy was about silk. Since silk comes from this country I think it is going to draw a lot of interest, so we''re going to talk a lot about that."
8. Wide shot of the venue
9. Paolo Zegna, president of Ermenegildo Zegna Group and Gildo Zegna, CEO, greeting Chinese film stars Huang Xiaoming and Zhao Wei
10. Close up to a digital camera screen
11. Korean actor walking to the red carpet
12. Tilt up to Korean actor greeting Anna Zegna
13. Cut away of people cheering for actors coming to the red carpet
14. Medium of Chinese actress Zhang Ziyi walking to the red carpet and Hong Kong Leon Lai
15. Medium of Anna Zegna greeting Zhang Ziyi and Leon Lai, Gildo Zegna and Paolo Zegna standing on the podium
16. Medium and zoom wide of Zhang Ziyi and Leon Lai posing with Gildo Zegna and Paolo Zegna
STORYLINE
ZAGNA CELEBRATES 20 YEARS IN CHINA
20 years ago, before China became the economic powerhouse that it is today, Ermenegildo Zegna decided to open its first shop in Beijing.
Thursday (15 Sept. 2011), the Italian fashion house celebrated 20 Years in the country by presenting a special China inspired silk fashion collection.
In China, Ermenegildo Zegna currently have 75 stores in 32 cities.
According to Gildo Zegna, CEO and grandson of the founder of the Italian firm, China has become their top market in the world:
"It is the most important market and we are the biggest player, in the men''s (fashion) for sure, and we are among the top five biggest players in global luxury in China," he said in a recent interview with the Associated Press.
"So it is a challenge to keep the leadership. It means that the brand is well appreciated and that we have been doing some good things."
Gildo Zegna says that early entrance has benefited the brand as it helped them understand the taste and capacity of Chinese consumers earlier than their competitors. It also gave them a chance to move into smaller, fast-growing cities.
The numbers of millionaires is on rapid increase in China and this group of people is driving the sales of luxury goods. According to various statistics, China is projected to become the world''s biggest luxury market by 2020.
To mark the firm''s success, Zegna has presented a fashion show which ended with a China-themed silk collection for Spring 2012.
Many Chinese stars attended the fashion show, among them Zhang Ziyi, Leon Lai, and others.
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